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Community-Based Social Marketing as a Planning Tool

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The purpose of this report is to analyze the effectiveness of the McKenzie-Mohr’s community-based social marketing model in the planning field. The issues of household resource planning, transportation planning, and air quality management planning are specifically addressed. If the community-based social marketing model proves to be a useful tool for planning professionals, it will serve as an example of a successful interdisciplinary approach to improving human welfare. In addition, positive results may be an indicator that outreach by planners into social and psychology disciplines will help them design and implement planning programs that implement complex human behavioral change.

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